Manage budgets

Set a daily budget to control your spend each month

During campaign creation, you’ll set a daily budget to indicate the average amount you want to spend on your campaign each day over the course of a month. On days with opportunities to get more downloads, your spend may exceed your daily budget. But your monthly spend won’t be more than your daily budget times the average number of days in a calendar month — which is calculated as 30.4 days.

If, for example, you were to set a daily budget of $100.00 (U.S.), your total spend over the course of a month would be no more than $3040.00 (U.S.).

Your campaign will run continuously and will spend every month based on your daily budget, unless you pause it, remove it, or set an end date. If you set an end date, you won’t spend more than the total number of days in the campaign times your daily budget. If you don’t set an end date, your campaign spend will automatically extend to each new month based on your daily budget amount.

Learn how to further control costs with a budget order

Campaigns that were created using lifetime budget

All campaigns that used lifetime budget were paused in June 2026. Campaigns that used lifetime budget and daily budget together were switched to use daily budget only.

How to adjust your daily budget

  1. From the Campaigns dashboard, click the budget amount you want to edit in the Daily Budget column.
  2. Enter the new amount in the field.
  3. Click the checkmark to save your new amount.

You can also adjust your budget by clicking the Edit Campaign Settings link on the Ad Groups dashboard, editing the budget amount, and resaving your campaign.

Recalculate your monthly spend after adjusting your daily budget

Your monthly spend is based on the average number of days in a month (30.4) times your daily budget. If you change your daily budget mid-month, you’ll need to take that average into consideration when recalculating your spend.

For example, let’s say you increase your daily budget to $200.00 (U.S.) midway through September, leaving 15 additional spend days out of 30 in that month. Your spend calculation for the remaining days would be:

30.4 x (15/30) x 200 = $3,040.00

If you change your daily budget, the adjustment will typically take effect the same day. Note that if you decrease your daily budget below the amount already spent for the day, your campaign will stop serving until the next day.